Christo Bisschoff
Abstract
This seven-year longitudinal marketing education study evaluates three academic delivery modes for the Executive MBAs in their Marketing Management module, namely full contact (2017-2019), full online during Covid-19’s hard lockdown (2020-2021), and hybrid (2022-2023). The study aims to determine if the delivery mode significantly influences students’ academic performance. One-way ANOVA identified significant differences between the delivery modes for individual assignments, group case studies, and the final portfolio of evidence (Exam).
Post-hoc tests showed that students performed significantly better during the hybrid delivery mode in individual assignments, while full online had lower marks for the group case studies. Both the hybrid and full contact modes showed significant sequential improvement for the group case studies, doing better in each case study as the semester progressed. This differs from full online teaching. The hybrid mode also fared significantly better in the examination and final module marks and outperformed full-contact classes.